The Name Inspector has recently learned about Lard Butt , a new athletic apparel company based here in Seattle. This is a great example of naming done right. First, there are the positive associations of lard, a filling and economical ingredient that makes fried foods taste great. The word lard also...

While perusing the New York Times magazine last weekend, The Name Inspector saw a big ad for a new organic vodka called Crop . It’s clear what they were going for with this name. It connects the product to its agricultural origins. It makes the vodka seem like something natural and fresh and w...